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Ideas to App Store
 The Opportunity in Applications for
       Apple Mobile Devices




            Joseph DeSetto
    1 813 639 4270 . @desetto . desetto.com
Why Apple?
Devices
2007   iPhone      iPod touch

2008   iPhone 3G   iPod touch, 2nd Generation

2009   iPhone 3GS iPod touch, 3rd Generation

2010   iPhone 4    iPod touch, 4th Generation
                   iPad
By the Numbers
iPhone 33.75 million (Q4 2009)

iPod touch 32 million (Q4 2009)

iPad 3 million (June 24 2010)

iTunes Stored Credit Cards: Over 100 million
iPod touch
Ideas to App Store (2010)
iPod touch
The iPhone for Blackberry users.
iPad




iPad

iPad
the Boomer tablet
iPad
textbooks 2.0
iPad
immersive games
iPad
By 2015, the current iPad model
will seem ancient.
iPhone
A phone with poor reception, and so much more.
iPhone
Camera
Microphone
Gestures
Location Aware
Is a web app an app?


Sort of. Web apps are...


Browser based.
Run from a server.
Requires an Internet connection.

No App Store, for better or worse.
Famous Web App: Google Maps
Mobile Web Apps
Web apps instead of apps?


For games? No.


For data apps and simple utilities?
Well, maybe.
Promise vs. Reality


If mobile browsers all rendered the same,
web apps would be the best choice.


They don’t.
What is an app?
Software that...
Installs on the device.
Generally works offline.
Can access device hardware.


Distributed through the App Store.
Promise vs. Reality


If mobile apps were easy to promote and
sell, we would not need an App Store.


They aren’t.
What is an App Store?
Promise vs. Reality


HTML 5 means all mobile devices render
the same, including audio and video
playback.


Not today, tomorrow, or the day after next.
Promise vs. Reality

Apple will give in and run Flash, so wait to
build apps with Flash for iPhone, Android,
and even Blackberry.


Apple mobile devices will not allow Flash
content in the foreseeable future.
Q&A

Devices
The App Store
Web apps vs. Apps
Making Apps


Step 1.
Join the iPhone Developer Program as an
Individual, Company, or Enterprise.
iPhone Developer Program



Isn’t my Company an Enterprise?
iPhone Developer Program

Individual and Company. $99/year.


Enterprise: Internal Distribution Only
Education: 20+ Copies, 50% off
University: Free tools for teaching iOS
iPhone Developer Program



I’m not a developer. Why should I join?
iTunes Connect



The brains of the operation.
Demo
Tools of the Trade



XCode
Tools of the Trade




Corona      Unity    GameSalad
Q&A

iPhone Developer Programs
iTunes Connect
Development Tools
The Rules
By Order of Steve

Apps must not contain any obscene,
pornographic, offensive or defamatory content or
materials of any kind (text, graphics, images,
photographs, etc.), or other content or materials
that in Apple’s reasonable judgment may be
found objectionable.
The Rules
Apps Must Do, Well, Something




... this application contains minimal user
functionality and will not be appropriate for the
App Store.
The Rules
Thoughts on Flash
We [Apple] know from painful experience that letting a third
party layer of software come between the platform and the
developer ultimately results in sub-standard apps and hinders
the enhancement and progress of the platform. If developers
grow dependent on third party development libraries and tools,
they can only take advantage of platform enhancements if and
when the third party chooses to adopt the new features. We
cannot be at the mercy of a third party deciding if and when
they will make our enhancements available to our developers.

Steve Jobs
April 2010
Limited Promo Copies
 Apps can be free.

 If you sell an app, you can’t just
 give it away.

 Huh?
Limited Promo Copies
 50 copies per version of an app.

 Gifts supported in iOS 4.

 Gift certificates or sale outside of iTunes?
 No.
Limited eCommerce
No in-app purchase of physical goods.

Shopping carts are okay.

User input of credit card information is
okay.

Actual transaction processing is through
Safari only.
Limited eCommerce
Giveaways & Contests
Apps may hold contests or give away prizes,
but not as the sole purpose of the app.

The focus should be on gameplay, not prizes.

May not cross into gambling.
Giveaways & Contests
3.3.21 Your Application may include promotional, sweepstake or contest functionality
provided that:

You are the sole sponsor of the promotion and that You and Your Application comply
with any applicable laws and fulfill any applicable registration requirements in the
country or territory where You make Your Application available and the promotion is
open.

You agree that You are solely responsible for any promotion and any prize, and also
agree to clearly state in binding official rules for each promotion that Apple is not a
sponsor of, or responsible for conducting, the promotion.
Gambling

No lotteries or gambling.
An app cannot have the sole purpose of
winning a game of chance for a cash or
cash equivalent prize.
Winning virtual goods, however, is allowed.
Too Many Rules?

Selling an app Ad Hoc, or without the App
Store, limits distribution to 200 copies.

Build for each device based on unique
identifier, not user credentials.

App Store is a curated retail environment.
Q&A


The Rules of the App Store
Ideas to App Store (2010)
iOS 4
iOS 4
iOS 4
Design for Web, 1995 - 2005


 Typical user?
 Seated at a desk.
 Standard mouse and keyboard.
 Office or home office environment.
 Single task oriented.
Design for Mobile, 2005 - ?


Typical user?
Surrounded by Distractions
Multitasking
Moving
Interrupted
Requisite Powerpoint Chart




                         Source: Jan 2010 Flurry
Build a Better Game

Achievements
Leaderboard
Unlocked Content
Easy to learn, hard to master
Mundane ideas, done well
Achievements
Keep Score
Unlocked Content
Easy to Learn, Hard to Master
Mundane Ideas, Done Well
Plant crops to ward off zombies.
Slingshot birds at pigs.
Jump from building to building.
Slice fruit.
Land planes.
Cook and serve food.
Classics: Scrabble (twice) and Solitaire.
Q&A

iOS 4 vs. iPhone OS 3
Design for Mobile
Games
Income Strategies

Tiered Pricing
Freemium
Ad Supported
Mobile to Brick-and-Mortar
Tiered Pricing
  70% for developer
  30% to Apple
  Includes:
  credit card processing
  currency conversation
  wireless carriers
Freemium

Free to download.
Upgrade still 70/30 split.
Ad Supported
iAd Supported
Mobile to Brick-and-Mortar
Updates

Approved by Apple
App Store Download
Optional to Users


Is Dynamic Content an Update?
Q&A


Income Strategies
Advanced Features

Push
In-App Purchase
Universal Apps
Push
In App Purchase
In App Purchase
Universal Apps



One binary file that includes iPhone, iPad,
and iPod touch versions of an app.
Universal Apps
Universal Apps
Universal Apps
Universal Apps
Non-Universal Apps
Commonly uses HD
name for iPad.


Keeps download size
under 3G limit.


May charge user twice!
Q&A

Push
In-App Purchase
Universal Apps
Here Today, Gone Tomorrow


85% of “day zero” users lost in 30 days.
A great app may have 5% of “day zero”
users in only 6 months.
The App Store is designed for high
turnover.
Requisite Powerpoint Chart




                             Source: Jan 2010 Flurry
Yesterday’s News


Every 6 months, major OS changes likely.
Yesterday’s News

Every 6 to 12 months, new devices.


April, iPad
June, iPhone
September, iPod touch
Yesterday’s News


Within 2 years, today’s devices will miss
out on new features.
Party Like Its 1995.
Like the early days of the web, App Store
developers have diverse backgrounds.


As such, potential vendors are likely to be
multi-disciplinary teams.
Who creates apps?
Advertising/Marketing types.
Console game, web application & desktop
software coders.
Flash refugees.
Zynga. 37Signals.
Math nerds. Students.
Offshore sweatshops.
Obscure Mac developers that suddenly
feel vindicated.
Chart Showing What I Just Said




                          Source: Jan 2010 Flurry
Two Approaches



Agile
Two Approaches



Waterfall
Make Your Vendors Better



Know your audience.
Keep to your niche.
Niche success: Proloquo2Go
Make Your Vendors Better

Remember an app is not a small website.

Or print ad.
Or television show.
Make Your Vendors Better


Leave out features and adapt quickly.


Frequent updates keep users interested,
so don’t wait for perfect.
Make Your Vendors Better

Apps can’t solve bad products.*




*This message brought to you by developers everywhere.
Make Your Vendors Better



Great apps are not desktop software in
miniature.
Make Your Vendors Better



Remember, making an app simple for
users does not mean it is easier or
cheaper to develop.
Q&A

Types of Vendors
Project Approaches
Making Vendors Better
Information Sources


In-App Analytics
App Store Reports
Analytics
What can we track?


Device Data may not be provided or disclosed to a third party without
Apple’s prior written consent. Accordingly, the use of third party software in
Your Application to collect and send Device Data to a third party for
processing or analysis is expressly prohibited.
What can we track?

Some company called Flurry had data on devices that we were using on
our campus -- new devices. They were getting this info by getting
developers to put software in their apps that sent info back to this
company! ... It's violating our privacy policies, and it's pissing us off! So we
said we're only going to allow analytics that don't give our device info -
only for the purpose of advertising.

Steve Jobs
June 2010
App Store Reports
SKU
Country
Price Paid
Your Share


In a text file to import to Excel, etc.
Standard Equipment

Standard UI Controls
No databases
No animation
Optional Equipment

  OpenGL-ES
  Core Audio
  Custom UI
  Core Data / SQLite
  Push Notifications
  In-App Purchase
Q&A

Analytics
Cost Considerations
Best in Class
    iPad
Best in Class
iPhone & iPod touch
Q&A


Best in Class Apps
Next in Mobile?

More social.
More virtual goods.
More non-traditional devices.
Television 2.0.
Bandwidth Battles.
Social Integration
Virtual Currency
iOS 4 on... BMW?
TV + App Store = ?
Bandwidth
Q&A

Social features.
Virtual goods.
Future directions.
n.
than
                        k yo
                             u!




Joseph DeSetto

desetto@gmail.com
www.desetto.com
+1 813 639 4270

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